Upon spinning off Ascenta Skin, Marc St-Onge asked Rarebird to reimagine what was internally perceived as the ugly duckling in Ascenta Health’s natural health portfolio into a white swan properly aligned with the independent spa and beauty market. Taking full advantage of the this potential catalyst for growth, Rarebird undertook a full repositioning and branding exercise, creating an engaging presence tuned for relaunch into the beauty sector.
As a multi-faceted community project, our job was to create a brand for Common Roots that espoused their values, connected with their members, but also upped the game so they could reach a sophisticated audience of donors and grown-local buyers. In creating the brief, we realized this brand needed to function well dressed up or dressed down; it needed to belong in the rough and tumble farm environment, on a beautiful bunch of flowers, and at a high end fundraiser.
The hand-drawn logotype, that alludes to plot boxes for many, feels simultaneously rough and sophisticated, structured and human. We build a colour palette from existing colours to stand out and work well with different products and production needs. To complement the new logo, we paired with Anna Ramsay for some hand drawn veggie illustrations to bring some fun and context.
The new branding is carried across various applications, such as stamps for their paper bags and flower bouquet wrappers, stickers and signage. Rarebird’s own Lizane Tan created the fabric signs.
In developing a labelling system for a hand dyeing company selling high end yarns for knitters, we strove to reflect the tactility of the yarn and include a process like theirs, with an organic nature. For stock we picked a real felt paper, and to match the irregularity, we created large areas of thermography which provides an organic final result.
Check out our tags featured on For Print Only.
The Hand Maiden website was designed to highlight the subtle characteristics of each yarn and the luscious colours they’re dyed in.
As two consumer brands run out of the same parent company, it only made sense to create shared language for use with their direct customers— yarn shops. Borrowing elements from each public brand, but brought together in new ways, the B2B branding is both familiar and distinct.
Using only black to allow the individual brands and product colours to shine and simultaneously save on production costs, the brand is used for shipping boxes, a cross-selling retailer wholesale ordering site, e-newsletters, price sheets and new product sample packs.
The revised branding retains the logotype from the previous version while reimagining the original ram’s head, and telling a Fleece Artist story on the interior of the label –setting the stage. The blue/grey sits beautifully against any combination of colours in the skein, and heralds the beginning of a full update of communication materials.
Branding is carried out in the Fleece Artist website and in the knitting patterns that embrace the warm crafted character of its yarns.